Development of Guidelines for Determining the Marketing Strategy of the Health Products in the Community Occupational Groups in Sala Loi Sub-district, Tha Ruea District, Phra Nakhon Si Ayutthaya Province

Abstract

This research aimed to: 1) analyze the potential of community occupation groups in Sala Loi Subdistrict, Tha Ruea District, Phra Nakhon Si Ayutthaya Province, and 2) develop guidelines for formulating health product marketing strategies for these groups. The focus was on enhancing knowledge and skills in producing high-quality health products. Employing a qualitative research methodology, data were collected through in-depth interviews and workshops with community members selected to participate in a quality of life improvement and grassroots economic development project. These participants, chosen by community leaders, learned production and marketing processes during the 2024 fiscal year, with one representative from each of the 20 households. The findings revealed that implementing effective health product marketing strategies is crucial for addressing the community's challenges. This necessitates efficient sales planning, appropriate personnel management based on skills, and continuous product development to improve operational efficiency and reduce errors. Regarding the enhancement of knowledge and skills in producing high-quality health products, the research demonstrated that utilizing diverse marketing strategies, such as online sales and social media engagement, expands access to new customer segments and diversifies distribution channels. This approach also mitigates risks associated with relying on a single market. The development of health product marketing strategy guidelines involved SWOT and TOWS matrix analyses to formulate suitable marketing strategies, and the Ansoff Matrix was used as a primary tool for growth planning. This enabled the community to develop varied and sustainable marketing strategies, focusing on reaching new markets and offering products that meet current and future customer needs. Policy and practical recommendations include continuous enhancement of knowledge and skills in product development and marketing, along with support from external organizations such as universities and expert agencies. This support is essential for the community to develop effective and sustainable marketing strategies.